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24 march 2017

LA HYGGE ATTITUDE. mars 2017 PLUMEVOYAGE @plumevoyagemagazine © Benedetta Borrometi

Intimacy from the North

By Cécile Sepulchre

Intimacy becomes a furiously trendy concept, as soon as it is stated in Danish. The Hygge movement, coming from Scandinavia, brings a breath of softness in our crazy world. The idea? Rather than seeking happiness in a surreptitiousness deployed in the four corners of the planet, it is better to nonchalantly offer ourselves the simple pleasures in the softness of the home and to cultivate the art of living at home. A simple stroll in the forest represents the essence of happiness. A bias that could explain why the Danes are the happiest people in the world, according to Louisa Thomsen Brits, author of the book “Hygge”, the art of Danish happiness (Robert Laffont).

  • The need for softness is a great classic during difficult times. The cocooning movement with the development of homewear flourished in favor of economic crises and the depiction of the very hype word “hygge” (pronounced “Hu-gue”) does not seem sufficient, to turn it into Revolutionary movement

    The Hygge movement, however, differs from the previous movements on an important point. In its most extreme expression, it is accompanied by a total refusal of all disturbances that could come from the outside world. The hygger convinced, goes far, such as refusing any news likely to disrupt its zenitude. He cuts off the sound from the media, scorns the jolts of the world and frowns if a guest dares to make the slightest allusion to the news. His idea is to live in the manner of the peasants of the old days, who knew nothing of the world. This regressive tendency would also cling to a need to regain the protective innocence of childhood.

    Some ghastly spirits see it in spite of a link with other movements – refusal of globalization, return to patriotism and made in France – indicative of a trend to retreat that could become dangerous. A reaction to globalization of problems and the superinformation that prevails in our media regions. The “hyggeligt” (pronounced “Huguelit”) or the “hygge attitude” would be similar to an “ostrich attitude » in a bobo version. It’s all about language.

    Others, like Vincent Grégoire, emphasize the marketing offensive of the British and Scandinavian brands. “There is a strong power of Viking fires these days to offer an idea of ​​an almost fetal refuge in the face of an anguished and polluted world, a nice idea, but we also note that Denmark is also home to Greenland, which displays a record suicide rate “adds Nelly Rodi, the major trend setter.

  • Anyway, the House of Denmark, is communicating this month on “the good Hygges waves » with “new nordic » on the menu of its recently restored restaurants by the Danish couple GamFratesi using a background of padded carpets and soft colors.

    In fashion, this trend has been expressed through cozy and comforting clothes: bonnets and vikings thick socks, and Damart lingerie in winter time, sweaters with long sleeves, velvety pajamas clothes in spring… Uniqlo and its puffa jackets that we see everywhere and its cashmere and other soft materials versions, is among the most emblematic brands of this movement. We also note the wraparound and powdered coats of Acne and the ultra soft sweatshirts of « Vêtements” for the mid season. The summer collection also looks very soft with its soft cotton pastel tones.

  • But it is mainly in decoration that the trend is gaining attention. “There is a very strong desire to transform houses into soft cocoons to protect themselves from a too aggressive world. We are witnessing a major refocusing on a lifestyle that, under a convivial outside, also represents a break with the” Outside world “adds Vincent Grégoire.
    The last Salon Maison et Objets thus saw a triumph of rose tones powdered with celadon, and creamy hues evoking soft comfort, foamy or hairy materials. In winter such as in summer everyone now dreams of beds padded with multiple mattresses, sparkling plaids, extra soft hair cushions, feather lamps and candles flourishing the chimney fire. The wood takes precedence over techno materials, as it helps to bring a little heat. And in this cozy decor, the best is being able to own a purring cat, an animal furiously trendy since it became the ultimate hygge accessory.
    Simplicity is the key to happiness according to Ikea … if we forget about the assembling instructions.

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